Benlik Saygısı ve Çevrimiçi Mahremiyet Kaygısının Kuşakların Instagram Tutumları Üzerindeki Etkisi

Öz

Bu makale, kuşak farkları, özsaygı ve çevrimiçi gizlilik endişelerinin etkileşimini ve bu faktörlerin Instagram'a yönelik tutumları nasıl şekillendirdiğini incelemektedir. 482 katılımcıdan toplanan veriler, en küçük kareler yöntemine dayalı aracılık analizi ile incelenmiştir. Makalenin yöntemi olarak sıradan en küçük kare ve regresyon modeli birlikte kullanılmıştır. Kuşağın tutumları doğrudan etkilediği tespit edilmiştir. Y kuşağı bireyleri, X kuşağına kıyasla Instagram’a karşı daha olumlu niteliklere sahiptir. Benzer şekilde Z kuşağı, X kuşağına kıyasla daha olumlu Instagram özelliklerine sahiptir. Belirleyiciler arasındaki etkileşimler de önemlidir. Benlik saygısı X kuşağından Y kuşağına düştükçe, olumlu tutumları artma eğilimindedir. Bu, X ile karşılaştırıldığında Z için de geçerlidir. Sosyal kuşak farkının etkisi, çevrimiçi kimlik-Instagram mahremiyet kaygısı için de keşfedilmiştir. Bu etki, “X’ten Z’ye” ve “Y’den Z’ye” nesiller arasında tespit edilmiştir. X ile karşılaştırıldığında, Z kuşağı daha az çevrimiçi kimlik-Instagram mahremiyet kaygısına sahiptir. Bu nedenle sosyal kuşak farklılıkları Instagram’a yönelik tutum üzerinde doğrudan ve anlamlı bir etkiye sahipken, benlik saygısı ve mahremiyet kaygıları da aracı değişkenler olarak önemli rol oynamaktadır. Makalede, “Çevrimiçi Mahremiyet Endişesi Ölçeği”, “Çevrimiçi Kimlik-Instagram Mahremiyet Endişesi Ölçeği” olarak revize edilmiş ve “Sosyal Medya Bağımlılığı Ölçeği Yetişkin Formu”, “Instagram'a Karşı Tutum Ölçeği” olarak, geçerlik ve güvenirlik testleri temelinde revize edilmiştir.

Anahtar Kelimeler

• Sosyal Kuşak
• Instagram’a Yönelik Tutumlar
• Benlik Saygısı
• Çevrimiçi Kimlik-Instagram Mahremiyet Kaygısı
• Sosyal Medya

The Effects of Self-Esteem and Online Privacy Concern on Generations’ Attitudes Towards Instagram

Öz

This article examines the interplay of generational differences, self-esteem, and online privacy concerns and how these factors shape attitudes towards Instagram. The data collected from 482 respondents have been investigated for mediation analysis based on the least squares method. Ordinary least square and regression models are used together as the method of the article. It has been determined that generation directly affects attitudes. Y generation individuals have more positive attributes towards Instagram than generation X. Similarly, generation Z has more positive Instagram attributes than generation X. The interactions between predictors are also significant. As self-esteem decreases from generation X to Y, their positive attitudes tend to increase. This is also true for the Z compared to the X. The effect of social generation difference has also been discovered for online identity-Instagram privacy concern. This effect has been detected between the “X to Z” and “Y to Z” generations. Compared to the X, the Z generation has fewer online identity-Instagram privacy concern. Therefore, while social generation differences have a direct and significant effect on the attitude towards Instagram, self-esteem and privacy concerns also play important roles as mediating variables. In the article, the “Online Privacy Concern Scale” has been revised as the “Online Identity-Instagram Privacy Concern Scale”, and the “Social Media Addiction Scale Adult Form” has been revised as the “Scale of Attitude towards Instagram”, based on validity and reliability tests.

Anahtar Kelimeler

• Social Generation
• Attitudes Towards Instagram
• Self-Esteem
• Online Identity-Instagram Privacy Concern
• Social Media

Kaynakça

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